Marketing Plan Group 4

Transcription

1 Marketing Plan Group 4 1 M987Z226 刁鳳嬌 M987Z218 Nguyen T.Hong Duy M987Z247 Nguyen Mac To My

2 2 NET ENTERS HANOI - VIETNAM 1. Executive Sumary 2. Introduction about NET 3. Market analysis a. Consumption, trends analysis b. SWOT c. Target market & positioning strategy 4. Marketing strategy a. Marketing objective b. Marketing program 5. Financial analysis 6. Conclusion

3 3 EXECUTIVE SUMARY NET will be marketed as a fashion brand with highly applicability and affordable price, while striving to reinforce the company brand and market position. The marketing strategies will enable to reach a market size of an estimated 21.5 million people (targeted) with a forecasted sales growth prospect of 10% and greater market size of nearly 31 million peple over the next 4 years Success will be reflected by a sizeable capture of market shares within this market

4 COMPANY DESCRIPTION 4 NET was launched in Oct.1991 with the mission of presenting and allure long absent in the Taiwanese fashion NET has worked hard to meet this goal and share with her customers prime quality, acceptable prices and exquisite service NET draws from a wide variety of renovation and outlets in providing the most style savvy at rapid pace in the country

5 NET series 5

6 Consumption analysis 6 Income per capital rising day by day purchasing power increasing and the clothing expendicture is growing fast especially with urban resident. Household spending on basic goods and services such as food and clothing Growing middle & upper classes Retail sales grew rapidly and forecasted to keep growing 10-12%( )

7 Vietnam Purchasing Power Source: Int l l financial Statistics 7 Consumer spending (million USD) Consumer spending forecast(million USD)

8 Trends analysis 8 The retail fashion industry is a solid business with ever-changing styles and ever-present consumer demand. Clothing will always be in high demand. Fashion designers predicted that simple and relaxing clothes in neutral color will be the fashion trend in Vietnam these years Prefer simple, relaxing and convenient designs in mild colors Easy to use materials Popular foreign brands are driving Vietnamese fashion trends

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10 Competitors 10 Viet Fashion Corp Manufacturing and marketing/distributing apparel fashion under 03 brands Ninomaxx (Casual Active), N&M ( Smart casual & Hi-end Casual clean) and Maxxstyle (Casual Clean). 123 retail stores nationwide, leading retail fashion company in Vietnam

11 Competitors 11

12 Competitors 12

13 Target market 13 Target consumer is the youth from years old who are severed by the suitable styles of NET Hanoi: 21.4 million Vietnam: 30.2 million Hanoi population propotion % % Above % Source: General Statistic Office 2007

14 14 Target Market

15 Positioning strategy 15 New fashion brand targeted at young generation with sporty and carefree appearances New collection for your wardrobe Variety of designs, styles and keep up date with latest trends Reasonable priced A different image about clothing goods from China and Taiwan

16 16 MARKETING STRATEGY

17 Objectives 17 NET s brand images, the NET name and the trademark swoosh, make it one of the most recognizable brands in the Ha Noi. NET s quality products, loyal customer base and its great marketing techniques all contribute to make a huge success.

18 Financial Objectives 18 Survive for the first year operation in Hanoi Vietnam Increase net profit margin by 5% per quarter Maintain a strong budget to marketing and promotion. Reach the growth rate of 10% for the first 4 years

19 Product 19 The most important component of this phase are the consumers. Consumers dictate all the components of the marketing plan, and consequently, dictates what the product is. For NET, the target customer is divided by two segments: year-old and year-old. NET offers a wide range dress, self-starter fashion line and accessories for men and women. Product will be updated the designs by seasons and fashion trends. 4 categories: man, woman, homewear and accessories

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22 Price 22 NET s pricing is designed to be competitive to the other fashion clothes retailers. The pricing is based on the basis of premium segment as target customers. The price will be reasonable compared with other premium brands in VN as PT2000 or Ninomax. NET as a brand commands high premiums and its pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations. This can control costs and influence product pricing.

23 Place 23 NET is carried by 4 stores in 4 shopping malls Parkson, Vincom, Trang Tien Plaza and Hanoi Tower to build its image in customer mind as a premium product line with the quite soft price. NET sells its products through its own store system: 5 shops in big supercenter, supermarket, crowed shopping street. Eshop: Online purchasing

24 Retailor Open Schedule Order Time Places Specific 1 Jun Trangtien Plaza Shopping Malls 1 Jun BigC supercenter Supermarket 1 Jun Cau Giay Street Crowded Shopping Str. 2 Aug Vincom Tower Shopping Malls 2 Aug Ba Trieu Street Supermarket 2 Aug Hanoi Tower Crowded Shopping Str. 3 Nov Metro supercenter Shopping Malls 3 Nov Parkson Supermarket 3 Nov Tran Nhan Tong Street Crowded Shopping Str.

25 Promotion 25 Fashion Promotion not only effects the way we dress, but also the way we think and feel about ourselves. Promotion is largely dependent on finding accessible store locations. It also avails of targeted advertising in the newspaper and creating strategic alliances. Fashion Promotion is comprised of many different subjects, such as photography, styling, illustration, graphic design, public relations, advertising and marketing.

26 26 Net has made fashion accessible to everyone by promoting and advertising their stores in a variety of different forms from magazines and television ads to billboards and the back ends of buses in order to attract buyers. It's all about advertising new ideas in which will benefit and interest consumers.

27 Advertising activities 27 Taking part in some fashion shows to broadly introduce customer the entering of new fashion brand into Vietnamese market, firstly in Ha Noi. Funding for some programs and game shows on TV. Funding costume for models who are model on the cover of fashion magazines. Creating a close relationship with the online newspaper (Vnexpress.com, Ngoisao.net, etc.) to regularly bring customer a fresh image of NET s products. Inviting some singers with young and dynamic style in Vietnam to be the representatives for NET brand.

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29 Promotion activities 29 TV show Online chanel Bus advertising Custome sponsors for TV show speaker

30 Long-term strategy and considerations 30 Expanding the retailor system to the entire country Next destination is HCM city Others: Haiphong, Nam Dinh, Vinh, Da Nang, Hue Target to reach 30 stores in the next 3 year in Vietnam Keep a strong budget to promote & renovate new products and styles to refresh brand Stable and sustainable growth

31 31 FINANCIAL PROJECTION

32 Start-up cost 32 Operational Costs Per month Half years Rent 64, ,000 Other operation cost (Stationary, Network, ) 32, ,000 Other incidental costs ( Insurance) 32, ,000 Consulting fees ( lawyer, accountant) 32, ,000 Sales & marketing 480,000 2,880,000 Total Operation Costs 640,000 3,840,000

33 33 Break-even even point analysis

34 Sales forecast 34 Sales Recreational 26,784,000 56,784,000 86,784,000 Competitive 864,000 1,728,000 2,728,000 Total Sales 27,648,000 58,512,000 89,512,000 Direct cost of sales Recreational 964,000 1,164,000 1,364,000 Competitive 274, , ,000 Subtotal cost of sales 1,238,000 1,488, ,000

35 Expensive forecast 35 Expense forecast Web site 394,000 90, ,000 Advertisements 90,000 50,000 70,000 Printed material 10,000 12,000 11,000 Total sales and expenses 494, , ,000 Contribution margin 9748,000 28,758,000 29,648,000 Contribution margin/sales 35.26% 2.22% 32.5%

36 Financial analysis Financial structure Liabilities/Assets ratio Long term funds/fixed asset ratio Solvency measures Current ratio Quick ratio Operation measures Fixed assets turnover Total assets turnover Profitability measures Return on assets Operating profit Net profit margin Cash flows Cash ratio Cash equivalent ratio Leverage Operating leverage Financial leverage

37 Thank you for listenning! 37 Q & A? No, Plzzzzzz!!!